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Apex Hotels has appointed three directors to its senior leadership team to manage revenue, guest experience, and human resources following the acquisition of Dunblane Hydro.
Craig Fletcher joins as revenue and sales director, bringing 15 years of experience from Merlin Entertainments and Macdonald Hotels and Resorts. He will oversee strategic planning and revenue technology.
Meanwhile, Yvonne Brennan has been appointed to the newly created role of brand and guest experience director, having previously served as group director of marketing at Cycas Hospitality.
Additionally, Anna Hart joins as people and culture director, moving from a background in senior HR roles at Centrica, Aegon, and RBS.
The appointments, which took effect in January 2026, coincide with a period of portfolio growth for the Edinburgh-based group.
The recent addition of the Apex Dunblane Hydro has prompted a restructure intended to align brand vision and operational performance across the estate.
The new directors are tasked with integrating the recent acquisition while standardising guest service protocols.
The recruitment of these specialist roles follows a broader investment in the company’s internal infrastructure.
Fletcher will focus on commercial positioning, while Brennan is responsible for the guest journey and Hart manages organisational culture and employee engagement.
Averil Wilson, managing director of Apex Hotels, said: “These appointments strengthen our leadership team as we grow our portfolio and invest in our properties. It is essential that we have the expertise in place to enhance our guest proposition, support our people and drive commercial performance. With the addition of Apex Dunblane Hydro, this investment ensures we are positioned to deliver the next phase with confidence.”
